Macallan and Bentley luxury brand partnership launched in the Highlands
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Two globally recognised British brands, Speyside whisky maker The Macallan and luxury car manufacturer Bentley Motors, are joining forces as they look to a more sustainable future.
The global brand partnership was unveiled today at The Macallan Estate near Aberlour, alongside the launch of a new Hybrid Bentley – the next step in Bentley’s ambition to become the world’s leading sustainable luxury motor company as part of its Beyond100 strategy.
Igor Boyadjian, managing director for The Macallan, said: “The Macallan and Bentley Motors each have a rich heritage, and shared values of mastery, craftsmanship, creativity and innovation. Our collaboration presents a remarkable opportunity to compare our time-earned knowledge and learn from each other. We will generate fresh and contemporary thinking around our consumer engagement, our exceptional experiences, and ultimately our products.
“A key focus of the partnership will be our commitment to a more sustainable future. The breath-taking natural landscape at The Macallan Estate provides the perfect platform for us to embark together on this exciting and extraordinary journey.”
Along with working towards a more sustainable business model, the two brands will work together to create immersive experiences and new products balancing luxury with a commitment to a more progressive world.
Bentley’s chairman and chief executive, Adrian Hallmark, said: “Transforming Bentley into the world’s most sustainable luxury car company is an exciting journey, and I’m delighted to be working with The Macallan with one common goal – to both lead our fields as we work towards a more sustainable future.
“We will learn from each other in the coming months and years to advance our programmes together, and on the way work on some truly extraordinary experiences, projects and products. Our brands are two that share the same ethos – the passion for exceptional quality, a respect for artisanal handcraftsmanship, and now a drive towards genuine, world-leading sustainability. I’m looking forward to the adventure together.”
Established by Alexander Reid in 1824, as it approaches its bicentenary, The Macallan has a number of key future aims, including achieving carbon neutrality on The Macallan Estate by 2030, promoting responsible sourcing and cultivating a global community of artisans. It is also committed to having a fully electric passenger vehicle fleet on The Macallan Estate by 2025.
Following the partnership announcement with Bentley Motors, the brand will take delivery of two hybrid Bentleys this year.
Almost a century younger, Bentley Motors was founded in London in 1919 and is now undergoing the biggest transformation in its 102-year history with the introduction of its ambitious Bentley 100 sustainability strategy.
The partnership will initially focus on a selection of core areas, including the brands’ shared journey to carbon neutrality, innovative research into the sourcing of sustainable materials, and teamwork on finding and sharing sustainable, local suppliers.
It will additionally deliver a wide range of projects over the coming years, including jointly-developed products from both The Macallan and Bentley, curated customer experiences and collaborative events.
